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- Tasks: Drive customer retention and engagement through data-led CRM strategies and marketing automation.
- Company: Join Hovia, a creative and innovative company in the design industry.
- Benefits: Enjoy 27 days annual leave, flexible hours, and a vibrant work culture.
- Other info: Work in a beautiful office in Liverpool with passionate colleagues.
- Why this job: Make a real impact on customer experiences while working in a dynamic team.
- Qualifications: 5+ years in a senior CRM role with strong analytical and communication skills.
The predicted salary is between 42000 - 48000 £ per year.
The CRM & Lifecycle Manager owns the customer lifecycle strategy, driving retention, repeat purchase, and Customer Lifetime Value through data-led CRM, segmentation, marketing automation, and data-driven insights. The role connects customer insight with communication strategy, ensuring messaging across campaigns, product launches, and selected PR activity is commercially effective, brand-aligned, and performance-driven. By linking traffic, onsite behaviour, and retention data, the position plays a central role in delivering sustainable revenue growth.
Objective
Increase Customer Lifetime Value (CLV) and retention by delivering highly relevant, data-driven customer communication and lifecycle optimisation across all markets.
Key KPIs
- CLV (Customer Lifetime Value)
- Retention Rate & Repeat Purchase Rate
- CRM Revenue (sales attributed to email flows & Campaigns)
- Engagement rates (CTR/ Open Rate / Unsubscribe etc.) in campaigns
- Sample to Product Purchase conversion Rate
- Overall funnel efficiency (drop-offs, segment behaviour)
Areas of Responsibility
CRM & Marketing Automation
- Design, build, and continuously optimise automated communication flows and campaigns across acquisition, post-purchase, retention, reactivation, and loyalty.
- Develop advanced segmentation and personalisation strategies based on behavioural and transactional data. Ensure localisation and optimisation across international markets - liaising with internal Global teams.
- Own campaign planning and execution, including audience logic, targeting, timing, coordination with Tech and Creative, and structured post-campaign performance analysis.
- Lead the development and execution of the discount strategy, spanning onsite promotional activity and automated lifecycle discount structures.
- Collaborate with Brand & Creative to develop content that strengthens the customer journey, while remaining performance-focussed.
Customer Insights & Analysis
- Monitor, analyze, and visualize the customer journey from first visit to repeat purchase.
- Identify bottlenecks and commercial opportunities in the funnel and propose improvements together with E-commerce and Performance.
- Conduct cohort, segmentation, and behavioural analysis to inform retention strategy.
- Produce ongoing reports (GA4, Looker, in-platform) and ad hoc insights for the team and organization.
Retention & Growth
- Develop and execute strategies to increase repeat purchase, loyalty, and customer satisfaction, utilising structured A/B testing programmes across channels.
- Own and optimise key lifecycle journeys such as sample-to-purchase and post-purchase education, installation guides, identifying friction points and opportunities to improve conversion and customer confidence.
- Collaborate cross-functionally to enhance both digital and physical touchpoints, including website content, CRM flows, packaging inserts, and supporting creative assets.
- Own customer satisfaction and feedback processes, including the interface with Customer Service, customer surveys, press, and Trustpilot.
Collaboration & Communication
- Work with E-commerce to align onsite messaging and behavioural triggers with CRM journeys.
- Collaborate with Performance, SEO, and agency partners to improve revenue per visitor by supporting targeted paid media strategy, creating ad copy, post-click experience, and ongoing channel optimisation.
- Share customer insights across the organization with a focus on the customer journey to support decision-making and prioritization.
- Drive continuous improvement of marketing activities and communication strategies to enhance efficiency, streamline execution, and improve commercial performance.
- Support PR management through use of supporting tools; including outbound and inbound coordination.
Role Profile
Commercially driven and analytically strong, this role combines lifecycle strategy with hands-on CRM execution. The ideal candidate has 5+ years experience working in a senior CRM role and is confident working with data, segmentation, and marketing automation, and comfortable owning revenue-linked KPIs. They are structured, detail-oriented, and proactive, with a strong bias for testing, optimisation, and continuous improvement. Strong communication skills and the ability to influence cross-functional stakeholders are essential.
What We Offer
This is an exciting, creative, and varied role in a fast-growing international company - surrounded by passionate colleagues who love design and innovation. The role is based at our beautiful office in the Baltic Triangle, Liverpool.
Our benefits include:
- 27 days annual leave in addition to bank holidays (plus option to carry over or purchase leave)
- Flexible working hours & hybrid working model
- Free onsite parking, Bike to Work & Season Ticket Loan schemes
- BUPA cash back health care plan & employee assistance programme
- Pension scheme
- Regular team socials & activities, including monthly yoga and seasonal parties.
If you’re ready to bring your skills to a team that values collaboration and innovation, we’d love to hear from you.
CRM & Lifecycle Manager in Birkenhead employer: Hovia
Contact Detail:
Hovia Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land CRM & Lifecycle Manager in Birkenhead
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect on LinkedIn. You never know who might have the inside scoop on job openings or can put in a good word for you.
✨Tip Number 2
Prepare for interviews by researching the company and its culture. Tailor your answers to show how your skills align with their goals, especially around customer retention and data-driven strategies.
✨Tip Number 3
Practice makes perfect! Do mock interviews with friends or use online resources to get comfortable with common questions. Focus on showcasing your experience in CRM and lifecycle management.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets noticed. Plus, it shows you’re genuinely interested in joining our team at Hovia.
We think you need these skills to ace CRM & Lifecycle Manager in Birkenhead
Some tips for your application 🫡
Tailor Your CV: Make sure your CV is tailored to the CRM & Lifecycle Manager role. Highlight your experience with data-driven strategies and customer retention, as these are key for us at Hovia.
Craft a Compelling Cover Letter: Your cover letter should tell us why you're the perfect fit for this role. Share specific examples of how you've driven customer engagement and improved retention in previous positions.
Showcase Your Analytical Skills: Since this role is all about data, don’t forget to showcase your analytical skills. Mention any tools or methodologies you’ve used to analyse customer behaviour and improve marketing strategies.
Apply Through Our Website: We encourage you to apply through our website for a smoother application process. It helps us keep track of your application and ensures you don’t miss out on any updates!
How to prepare for a job interview at Hovia
✨Know Your Numbers
As a CRM & Lifecycle Manager, you'll be expected to drive metrics like Customer Lifetime Value and retention rates. Brush up on your data analysis skills and be ready to discuss how you've used data to inform your strategies in previous roles.
✨Showcase Your Campaign Success
Prepare specific examples of successful campaigns you've managed. Highlight your role in planning, execution, and the results achieved. Be ready to discuss how you optimised these campaigns based on performance data.
✨Understand the Customer Journey
Familiarise yourself with the customer lifecycle and be prepared to discuss how you would enhance each stage. Think about how you can leverage insights to improve retention and conversion rates, and be ready to share your ideas.
✨Collaboration is Key
This role requires working closely with various teams. Be prepared to talk about your experience collaborating with marketing, e-commerce, and creative teams. Share examples of how you've influenced cross-functional stakeholders to achieve common goals.